New Asics campaign celebrates a life more ordinary

These days, it feels like every sneaker has to have a hyper-specific purpose. There's the shoe for running. The shoe for walking downtown. The shoe for kick-flips. The shoe that’ll make you feel like you're not wearing any shoes (eh?)

So, for the launch of its latest sneaker, Asics and creative agency Virtue have trodden a slightly different path. This is the Shoe positions the new HyperGEL-YU as the shoe for everything and anything - be that taking your lazy dog to the park, moving a sofa up three flights of stairs into your new apartment or simply washing your car. 

“As part of the creative process, we put the HyperGEL-YU’s through an obstacle course of more than 250 everyday experiences - from looking for a lost AirPod behind couch to a late-night munchies run," says Cameron Farrelly, Chief Creative Officer, Virtue. "We wanted to be sure that everything meant anything, to prove that something means nothing. Society has made us too quick to put the superstars on our shoulders and celebrate the special ones. Whatever happened to honoring the all-rounder?"